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January 13, 2008

Brand Narratives


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Brand Narratives: Positioning in the Time of Media Fragmentation

The conventional approach to brand positioning has been challenged by innovative marketers. Brand positioning now needs to be a much more fluid, consumer-driven process that better reflects innovation in communications and a rapidly evolving marketplace. Consumer-driven ‘narratives’ align messages to engage smaller, more defined influencers who drive larger groups to be brand advocates.



Posted on January 13, 2008 8:26 PM | Permalink

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Posts for January 2008

This page contains all entries posted to YellowPapers in January 2008. They are listed from oldest to newest.

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